MOFU, or Middle of the Funnel, is a content marketing term that describes the second stage in the marketing funnel and the type of content marketers create to engage buyers at this stage in the buyer’s journey. To draw prospective buyers to an eventual purchase, MOFU content is primarily designed to facilitate consideration of a product or service. In this definition, learn about the MOFU stage of the sales funnel and how marketing and sales teams can create compelling content for this specific audience.
In this definition...
What Is MOFU?
MOFU is frequently considered the most critical stage of the sales funnel. Unlike Top of the Funnel (TOFU) and Bottom of the Funnel (BOFU) prospects, the MOFU consumer already knows their needs but is still evaluating several options.
Leads at the MOFU stage express interest in a product category but aren’t ready to commit because the timing isn’t right, they lack the necessary finances, or they are having trouble choosing a vendor. At the MOFU stage, consumers carefully weigh the value of different options, and content marketers create strategic learning materials to convince buyers that their product is the best fit.
MOFU vs TOFU
TOFU, or Top of the Funnel, is the first stage of the marketing funnel. Marketing actions performed at this stage facilitate awareness. A consumer knows they have a problem but don’t really know how to solve it, so they begin to research their options. Their interest is still generic and they don’t have a specific product in mind.
The MOFU stage targets a smaller, more qualified audience because many TOFU leads drop out of the funnel naturally when they lose interest or go in a different direction to solve their problems. Consumers move to the MOFU stage after identifying possible solutions to their problems, but they do not become a BOFU lead immediately if they’re still considering multiple solutions or haven’t settled on a brand.
MOFU vs BOFU
At the MOFU stage, consumers require plenty of information to make an informed decision and move to the BOFU stage. They need their questions answered and necessarily interact more with prospective vendors. It’s possible for consumers to stay in the MOFU stage for weeks or even months as they evaluate all of their options.
When consumers are ready to make a purchase decision, they arrive at the BOFU, or Bottom of the Funnel, stage. BOFU is the smallest and most profitable pool of prospects. They want proof that the solution will deliver results and is the one they need. This is the stage where marketers create their most specific calls to action to make the sale or otherwise get prospects to contract with them.
Why Is the MOFU Stage of the Sales Funnel Important?
50% of leads aren’t ready to purchase when they first inquire about a product. This makes lead nurturing at the MOFU stage vital. Lead nurturing positions the brand as a solution provider and helps the brand turn visitors into qualified leads.
The MOFU stage contains a targeted audience that meets buyer persona criteria for conversion to BOFU. It’s the best place to offer consumers targeted offers and content to suit their needs, helping them advance further down the funnel.
The more information a business provides, the more it gains the trust of prospects. Trust and confidence make consumers feel good about the purchase they’re making. The more they trust a brand, the higher their chances of converting to the BOFU stage and final buying decision.
How Can You Best Reach MOFU Prospects?
The goal of MOFU content is to strengthen the relationship a business has built with leads at the TOFU stage. At this stage, a brand may educate potential customers about their problems and solutions and add a call to action to prompt them to move to the next stage. They may also directly compare their products and services to competitors to illustrate how their product is a better solution to consumer problems.
MOFU content differentiates a business from the competition and anticipates audience questions. It explains workable solutions, the benefits of each solution, and addresses objections.
The best MOFU content types include:
- Case studies
- Blog posts
- White papers
- Competitor comparison articles
- Buyer guides
Businesses can also use FAQ sheets, email marketing, product tutorials, checklists, templates, newsletters, and brochures.
Work on your content strategy: The Big Book of Content Marketing